Catalog Success Magazine has an interesting post on how a small business can play with the big boys — and win — in the catalog business. Here are some of their tips:
- The key to success is “unique product, unique product, unique product.”
- Protect your unique products via copyrights, trademarks and patents.
- Develop efficient operations, even considering outsourcing if you cannot efficiently handle manufacturing in-house
- Test at least one thing — lists, covers, even trim size — on every mailing.
- Set high goals and act like a big guy, to become one.
- Start by assembling a talented, competitive team that shares your values and work ethics, then put the team first and owner’s profits second by sharing the rewards through promotions and great benefits.
- Avoid me-too products and make sure you understand your products’ benefits
- Also avoid excessive backorders
- Do not skimp on customer service.
- Stick to a narrow niche that lets you target a core of loyal customers with unique products.
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